Reem Acra presents the collection, made with the help of its collaborator Ruvén Afanador and presented on Snapchat with AR technology
03.06.2021.- The 2021 collection of bridal sewing by Reem Acra it is the most important and magical that he has created to date. Your name –Love & Dreem– is an ode to the designer himself and his creative roots. He has done it with Ruvén Afanador, his longtime collaborator.
He has made it known on Snapchat with AR (Augmented Reality) technology. Thanks to her, her followers around the world will be able to try on the clothes from home and show them to their relatives and friends. Brides can even arrange a session with the Reem Acra studio through an app.
–
The general public was able to enjoy this digital experience on the designer’s Instagram page. The citizens of New York were also able to see the images of the promotional campaign on the Nasdaq screen in Times Square.
The newsletter of the CFDA (Council of Fashion Designers of America), to which Reem Acra belongs, has published an interview with him. We select the passages of greatest interest to us.
Genesis of the collection
During the confinement of the pandemic I contacted Ruven and told him that I wanted to go back to my roots, to my DNA. He was excited and more than willing to work with me. In November 2020 we were able to take the photos of what the collection would be. I had been researching women from many countries. It is a very elaborate collection, with a dress for different types of women and with very varied price levels. There is everything you can imagine.
Many designers now use an informal approach, but I have gone in the opposite direction. I want to celebrate the brides and their wedding. For a whole year they have been thinking about what it would be like. I want to tell you that there is still a future and that you can still dream.
We began to work knowing the difficulties posed by confinement, for example, to obtain fabrics and embroidery. But in the end everything worked well, despite the masks. I had a great team that worked with love on what we were doing.
–
I no longer think about the year 2020. I have already erased it from my head. Rather I always think about the future because if I thought about the present I would not do anything. I think ahead because making a wedding dress takes a lot of time. When the pandemic is over, brides will want it all. And they will, because in my collection there is something for everyone.
The future is digital
It is still too early to know what the bridal fashion of the future will look like. What we do know is that the future will be digital. I also wanted to try something new and get out of the traditional bridal environment. I thought Snapchat would fit this idea well. Before even seeing the images in the collection, its people were already enthusiastic about it. They quickly realized that we could put together a good collaboration.
Everything is challenging, but I immediately thought that AR would be an excellent experience. But we are only at the beginning. I am the first designer to use it. It is a challenge but it allows us to begin to see what the future will be like.
As for my team, I always like to keep in touch with the people I have met. When I called Ruvén, in the middle of the pandemic, I told him that I needed emotion. I need it to connect with my clients. Total, we got to work together, without other people. We were connecting by written messages until the day of the photos. I really appreciate what you have done with me in the past and want to repeat that experience.
+ Info: https://www.reemacra.com/
–
